the digital customer journey

How internet changes customer behavior

The digital customer journey

Internet.

Internet. It’s not about e-commerce or websites or technology.

Internet. It’s not about e-commerce or websites or technology. It’s about changed behaviour.

First we change technology.

Then technology changes us.

Let’s start with a story.

I worked at a bank end of the 90’s.


Do you remember the 90’s?We still used these:


I had to visit lots of clients in unknown places.

Do you remember the 90’s?We still used these:

Remember these?

I prepared the night before by printing out lots of route descriptions.

Now I have this.

I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it.

Now I have this.

My behaviour changed. Induced by technology, I changed the way I prepare for driving.

ICT =

Information and

Communications

Technology

Emphasis on Information & Communication, not on Tech.

The revolution is in I & C, not in T.

Information is always, anywhere and frictionless available.

Remember how we used to plan ‚going out’ in the 80’s? Weeks ahead.

Now we have this.

Now we have this.

We don’t plan anymore.

Now we have this.

We don’t plan anymore.

Connectivity is always, anywhere and frictionless available.

First we change technology. Then technology changes us.

Behaviour change.

Another story.

I had to buy a washing machine.

When I left school, I rented an apartment to live with my girlfriend.

I had to buy a washing machine.

When I left school, I rented an apartment to live with my girlfriend.

I know nothingabout washing machines.

This is how I came to a decision:

Supplier

1995

I went to a retailer, because they had a cool radio commercial and theme song.

Supplier

Problem

1995

I explained my ‚problem’ to the sales guy: starting family, low budget, no kids.

Supplier

Problem

Solution

1995

He suggested 3 brands of washing machines that fitted my needs.

Supplier

Problem

Solution

Product

1995

I chose the brand that best fitted my needs and feelings.

Supplier

Problem

Solution

Product

1995 2014

9 years later, that washing machine broke down. I had to buy a new one.

Supplier

Problem

Solution

Product

Problem

1995 2014

I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.

Supplier

Problem

Solution

Product

Problem

Solution

1995 2014

I read reviews, descriptions, social info by experts and people like me.

Supplier

Problem

Solution

Product

Problem

Solution

Product

1995 2014

I chose the brand that best fitted my needs and feelings based on that information.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

Then I decided where to buy it, based on a mix of price, convenience and service.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

New decision funnel

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

New decision funnel

You want to be as high as possible in the decision funnel.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

New decision funnel

Branding

You want to get that cool theme song in their heads.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

New decision funnel

Branding Content Marketing

You want to be found in that research phase.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

New decision funnel

Branding Content Marketing

Branding

Branding is still important!

New decision funnel, because new availability of information.


In 1995, I had to go to a library to do research.



In 2005, I had to go to a special room in my house.



In 2005, I had to go to a special room in my house.

In 2015, I can do research anytime anywhere.

(But ICT revolution will continue…)

Caution! There is no complete frictionless information yet!

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014

Information friction Information frictionless

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014


Still some friction in information!

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014


Low involvement High involvement

I’m only using the research decision funnel for high involvement items.


Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014





Not prepared to do research for low involvement items.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014




Not prepared to do research for low involvement items.

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014



Tap into the right decision funnel!

Supplier

Problem

Solution

Product

Problem

Solution

Product

Supplier

1995 2014



Tap into the right decision funnel!

But know that the ICT revolution will keep moving products to the new model.

Behaviour change.

Behaviour change. New decision funnel.

Awareness

Customer journey

Awareness Consideration

Customer journey


Information

Customer journey


Information

Decision

Customer journey


Information

DecisionUse

Customer journey


Information

DecisionUse

WoM

Customer journey


Information

DecisionUse

WoMThis research phase gets bigger

Customer journey


Information

DecisionUse


Customer journey

Because of information revolution.


Information

DecisionUse

WoM

This gets more important

Customer journey

This research phase gets bigger


Information

DecisionUse

WoM


Because of this

Customer journey



Information

DecisionUse

WoM


Because of this

Customer journey


More power for Word-of-Mouse through social media.

‣ information phase becomes more important

‣ use phase needs more attention

‣ word of mouth becomes powerful

New decision funnel = new focus

1. Information phase

‣ more emphasis

‣ content marketing

‣ advertising -> information

Information phase

Stop ‚creating awareness’ with advertising, start providing information with content marketing.

‣ more emphasis

‣ content marketing

‣ advertising -> information

Information phase

Stop ‚creating awareness’ with advertising, start providing information with content marketing.

Stop YELLING and start HELPING!

Change advertising into information with context.

The age of context

Data transforms into information or advertising, depending on the context of the consumer.

The age of context

If I want to buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin.

!

If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night.

The age of context

Data transforms into information or advertising, depending on the context of the consumer.

The age of context

The age of context

spam advertising info

less context more context

‣ demographic (readership)

‣ search word

‣ location

‣ friends

‣ browser history

‣ activity (work, home, bar)

‣ …

The age of context

Lots of context-detection possibilities!

‣ be present as a supplier of information in the research phase

‣ use content marketing

‣ change advertising into information by using context

Information phase

Stop YELLING and start HELPING!

2. Use phase

‣ get the experience of your products/services right!

‣ even more important in times of social media

‣ every ‚physical’ product will get a digital counterpart

‣ UX (user experience) important in all its forms

Use phase

Don’t stop at just building a great product!

Don’t stop at just building a great product!

To provoke Word of Mouth you have to build in triggers in your product.

3. Word of Mouth

‣ deliberately trigger Word of Mouth

‣ build in WoM triggers!

Word of Mouth

BJ Fogg’s behaviour model

Don’t just focus on Motivation and Ability.

Don’t just focus on Motivation and Ability.

Build in Hot Triggers!

Create things worth sharing.

A trigger can be as simple as a like button.

Or it can be something cleverer.

Or it can be something cleverer. Your name on a bottle =

trigger your vanity.



Trigger the posting of a selfie with the bottle.



Trigger the posting of a selfie with the bottle.

Free advertising for Coke on Facebook…

‣ deliberately trigger Word of Mouth

‣ build in WoM triggers in your product

Word of Mouth


Information

DecisionUse



Because of this

Customer journey

‣ WoM = using the network of your fans as channel

‣ WoM leads to awareness

‣ WoM leads to consideration

Word of Mouth

Remember.

What you should remember:

?ICT revolution will not end here…

‣ changed behaviour

‣ changed decision funnel

‣ more emphasis on research over awareness

‣ use content marketing for information phase

‣ use context to change advertising into information

‣ give your product a digital counterpart

‣ build in hot triggers

Information becomes frictionless

Stop YELLING, start HELPING!

Conversation

Questions?Questions?

Questions?Questions?

[email protected] @netlash

mailto:[email protected]

Wijs bvba

Voorhavenlaan 31/3 9000 GENT

09 335 22 8009 330 09 83

http://[email protected]

BE 0473.071.275